ARN is launching high impact, multi-channel marketing campaigns for its KIIS and Pure Gold networks in every metro market ahead of the much-anticipated return of radio ratings.
ARN’s CEO Ciaran Davis said the substantial investment was part of the company’s long-term strategy, to harness the proven power of advertising and maintain its dominant position as Australia’s market-leader in broadcast radio and digital audio.
“Since the last official radio survey in March, people have been listening to more radio than ever before as they spend more time at home. This has meant that ARN has seen record audience numbers and time spent listening to our stations across the KIIS, Pure Gold and The Edge networks, as evidenced in both CRA’s research and data from iHeartRadio.
“ARN is in a strong position but we never take that for granted. Investing in advertising is an investment in our company’s future growth because we know that advertising works. Every business is scrutinising their investments closely to make sure every dollar spent is delivering a strong return. We talk to clients every day, encouraging them to continue spending as we know the benefits of advertising in an economic downturn. It’s natural that we should do the same”, he said.
Part of the rollout includes the launch of new TVCs for Melbourne’s KIIS 101.1 Jase & PJ in the Morning. This marks the next phase of Jase & PJ’s ‘They’re always up to something’ multi-channel campaign that launched in January. The multi-channel campaign will roll out across TV, large format, street furniture, transit, print, digital and social in the coming weeks.
Developed with BWM Dentsu Melbourne, the ARN Marketing and Content teams, and Jase & PJ’s Jason Hawkins and Polly ‘PJ’ Harding, the mockumentary style TVCs bring to life the ‘They’re Always up to Something’ organising idea and showcases the sense of humour and chemistry Jase & PJ’s audience enjoy every day and captures the fun and unpredictability of the show.
ARN’s head of consumer marketing Donna Gordon said, “We know investing in marketing delivers results and we’ve developed high impact campaigns to ensure our brands remain top of mind across the remainder of the year. For KIIS 101.1, we’re excited to launch the next phase of our ‘They’re always up to something’ campaign for Jase & PJ. The TVCs are fun and brilliantly showcase Jase & PJ’s humour and everything their audience love about the show. BWM Dentsu were fantastic collaboration partners- we valued their local Melbourne expertise and they instantly connected with Jase & PJ and the KIIS 101.1 brand.”
BWM Dentsu’s head of client experience Natalia Shore added, “We’re really proud to be collaborating with ARN on such a fun, crazy idea that really shows ‘They’re always up to something’ just like Jase & PJ do in their morning show.”
ARN have also launched a multi-channel marketing campaign for KIIS 1065 and The Kyle & Jackie O Show in Sydney, as part of the ongoing celebration of Kyle & Jackie O’s 20 years together. The campaign will run across TV, print, large format, digital and social.
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